Evaluation of Some Ingredients and Energy Content on Front‐of‐Pack Cereal Bar Labeling as Drivers of Choice and Perception of Healthiness: A Case Study with Exercisers

The objective of this study was to explore the drivers of choice and perceptions of healthiness that specific ingredient or energy content information displayed on the front‐of‐pack label of cereal bars triggers among different groups of consumers. The participants (18 to 50 years old), classified as exercisers (n = 103, 52 women) or nonexercisers (n = 101, 51 women), completed a questionnaire and then rated their interest using images of cereal bars that varied in four characteristics (“With fruit,” “With chocolate,” “High protein,” and calorie content). Conjoint analysis showed that the most important motives were associated with the convenience, pleasure/indulgence and liking dimensions, which did not differ between groups. These were followed by two other motives introduced in this study: energy/physical activity and satiety, in which the exercisers showed a distinctively higher level of interest than the nonexercisers. Chocolate and a low calorie content were the outstanding drivers of interest, at similar levels for both groups. A high protein content claim increased the interest of all participants, but more so for exercisers and for men. Fruit had a low impact on interest, which was only significant for women. These results indicate that front‐of‐pack label information influences choice in a distinctive way for some targeted population groups. PRACTICAL APPLICATION: This study contributes knowledge about the impact that front‐of‐pack label information about certain ingredients and the energy content has on the motives and drivers for snack choices and perceptions of healthiness. The results contribute interesting results on the behavior of some consumer segments, in particular, exercisers and people involved in fitness activities, who are supposed to have special dietary needs.